Proceedings of the 1st UPY International Conference on Education and Social Science (UPINCESS 2022)

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Which is More Important, Digital Marketing or Payment Gateway? Research on SMEs Business Performance

Authors
Dekeng Setyo Budiarto1, *, Rani Eka Diansari1, Arista Natia Afriany1, Lulu Amalia Nusron1, Vivian Evan Seta1
1Faculty of Business, Universitas PGRI Yogyakarta, Yogyakarta, Indonesia
*Corresponding author. Email: dekengsb@upy.ac.id
Corresponding Author
Dekeng Setyo Budiarto
Available Online 15 December 2022.
DOI
10.2991/978-2-494069-39-8_5How to use a DOI?
Keywords
Business performance; Digital marketing; Payment gateway; SMEs
Abstract

Small and Medium Enterprises (SMEs) significantly contribute to economic growth, especially in developing countries, including Indonesia. Even though they have an essential role, SMEs still experience problems in facing competition, especially in implementing technology. Implementing technology is one of the hopes for SMEs to survive in uncertain conditions such as the current Covid-19 pandemic. The strategy most used by SMEs in implementing technology is digital marketing followed by payment gateways. The purpose of this study is to test whether digital marketing and payment gateways affect the performance of SMEs. This study uses primary data by distributing questionnaires to 110 SMEs owners in the Special Region of Yogyakarta. Hypothesis testing using multiple linear regression with purposive sampling as a data collection technique. The results show that digital marketing and payment gateways have a significant effect on the performance of SMEs. Payment gateways are more critical because they have a higher beta coefficient than digital marketing variables. The results of this study can provide implications for SMEs owners to apply technology to survive in the face of environmental uncertainty. The research results have implications for the government to support SMEs owners in the form of workshops or training on the use of information technology so that their performance will be better.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st UPY International Conference on Education and Social Science (UPINCESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 December 2022
ISBN
10.2991/978-2-494069-39-8_5
ISSN
2352-5398
DOI
10.2991/978-2-494069-39-8_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dekeng Setyo Budiarto
AU  - Rani Eka Diansari
AU  - Arista Natia Afriany
AU  - Lulu Amalia Nusron
AU  - Vivian Evan Seta
PY  - 2022
DA  - 2022/12/15
TI  - Which is More Important, Digital Marketing or Payment Gateway? Research on SMEs Business Performance
BT  - Proceedings of the 1st UPY International Conference on Education and Social Science (UPINCESS 2022)
PB  - Atlantis Press
SP  - 47
EP  - 53
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-39-8_5
DO  - 10.2991/978-2-494069-39-8_5
ID  - Budiarto2022
ER  -